Blu-ray Reaches 60% Awareness in Two Years

Santa Monica (CA) - More than 10 million households in the US now have a high-def disc player and more than half of the country is aware of the Blu-ray Disc format, according to a new study from Interpret.

Interpret, which studies media trends, surveyed consumers aged 18 - 54 and found that 60% knew what Blu-ray is. The survey was actually conducted in January, before Blu-ray became the declared winner of the HD format war.

Among the lower half of that demographic, the so-called "early adopter" group of 18- to 34-year-olds, 76% were aware of the Sony-fronted high-def disc medium.